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The Drivers of Sustainability: A Comparative Study of New Ventures versus Established Companies in Sweden
Jönköping University, Jönköping International Business School.
Jönköping University, Jönköping International Business School.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Problem: Sustainability is popular phenomenon in business and in the general society. Established companies have been broadly researched regarding their drivers to implement sustainability. However, the reasons why new ventures choose to implement sustainability has not been widely researched yet. In addition to this, there are no studies that compare why these two firm categories should implement sustainability. Due to the fact that established companies and new ventures are very different in many aspects, like size and age, we expect that they have different drivers for choosing to implement sustainability. Hence, we want to research the differences and similarities in the companies’ motivations.


Purpose: The purpose of this master thesis is to find the drivers for new ventures and established companies to implement sustainability. We explore the drivers for implementing sustainability in new ventures and established firms. Therefore, a thorough theoretical background regarding the differentiation of new ventures and established companies is implemented, as well as previous research to sustainability (1) drivers and (2) within business. After that data are collected of Swedish new ventures and established companies.


Method: This research collects qualitative data via semi-structured interviews as case studies. We have 14 participants, meaning seven new ventures and seven established companies. Open questions are used to guarantee individual and free answers. These data are represented and analyzed by a cross-case approach, by using clusters.


Findings & Contributions: Our collected data shows that there are similarities and differences in the drivers of new ventures and established companies to implement sustainability. Hence, established companies are mainly driven by external demands towards sustainability, meaning they respond to those demands by sustainable products or other sustainability actions within the company. New ventures in turn are mainly driven to implement sustainability by the organization’s founder personal drivers. Nonetheless, there are also intersecting patterns between new ventures and established companies, which are movement, competitiveness, economic benefits, and a feeling good.

Place, publisher, year, edition, pages
Keyword [en]
Sustainability, Drivers, New Ventures, Established Companies
National Category
Business Administration
URN: urn:nbn:se:hj:diva-30159ISRN: JU-IHH-FÖA-2-20160291OAI: diva2:932618
Subject / course
IHH, Business Administration
Available from: 2016-07-07 Created: 2016-06-01 Last updated: 2016-07-07Bibliographically approved

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